Effective sales management is needed in all channels. In B2B, firms with low brand equity should use horizontal sales organizations and retain experienced salespeople in their direct sale channels, providing AI-based software, automated lead nurturing systems, and CRM platforms. Company salespeople must possess personal characteristics that exemplify the brands. In B2C, firms with low brand equity must align with intermediaries whose salespeople possess characteristics that exemplify the brands. High-performing salespeople must be richly rewarded by the firm, even when employed by intermediaries.